Split Testing Using Real Data
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Split Testing Using Real Data

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This is my presentation from June's Shame On UX, where we focused on split testing using real conversion data and confidence intervals to evaluate test results.

This is my presentation from June's Shame On UX, where we focused on split testing using real conversion data and confidence intervals to evaluate test results.

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Split Testing Using Real Data Split Testing Using Real Data Presentation Transcript

  • Follow @ShameOnUX
  • Split Testing 101  KISS  If you can’t measure it, you can’t test it  For clean data you can only test ONE element at a time  Attribution is everythingFollow @ShameOnUX
  • Types of Conversions • Purchase • Contact • Phone Call • Sign-up • Subscription (on-going purchase) • Content • Share • Time on site / page • Pages per visit • DownloadFollow @ShameOnUX
  • A Quick Note… When testing for specific conversions, focus on specific signals that drive the specific conversion. • Purchase vs. Sign up • Submit content vs. Get the click • Social Share vs. Link-baitFollow @ShameOnUX
  • Split Test 1 Goal: Increase Content Acquisition Conversion: Form Submittal Type: user Generated Review Motivation: Share frustration, publicize experience, receive sentiment, receive compensationFollow @ShameOnUX
  • Split Test 1 ControlFollow @ShameOnUX
  • Split Test 1 Variation 1: Remove Unnecessary and potentially distracting page elements Element: Main NavigationFollow @ShameOnUX
  • Follow @ShameOnUX
  • Split Test 1, Variation 1 Test Results Conversion Increase: 63% Visitors Conversions Conversion Rate Standard Error Control 11643 961 8.25% 0.26% Variation 12564 1689 13.44% 0.30% 95% Conversion Rate Limits From To Significant At 7.83% 8.67% 95% confidence: YES 12.94% 13.95% 99% confidence: YES 99% Conversion Rate Limits Z-score -13.069389 From To 7.75% 8.75% P-value 2.5E-39 12.85% 14.04%Follow @ShameOnUX
  • Split Test 1 Variation 2: Add elements of social proof Element: Most recent reviews from other usersFollow @ShameOnUX
  • Follow @ShameOnUX
  • Variation 2 Test Results Conversion Increase: 105% Visitors Conversions Conversion Rate Standard Error Control 15263 2106 13.80% 0.28% Variation 14007 3957 28.25% 0.38% 95% Conversion Rate Limits From To Significant At 13.34% 14.26% 95% confidence: YES 27.62% 28.88% 99% confidence: YES 99% Conversion Rate Limits Z-score -30.628883 From To 13.25% 14.35% P-value 3E-206 27.50% 29.00%Follow @ShameOnUX
  • Split Test 2 Goal: User Sign-Up Conversion: Form Submittal Type: Personal Information Submission Motivation: Interested in starting free trialFollow @ShameOnUX
  • Split Test 2 ControlFollow @ShameOnUX
  • Split Test 2 Variation 1: Change Call-to-Action text Element: ButtonFollow @ShameOnUX
  • Follow @ShameOnUX
  • Split Test 2, Variation 1 Test Results Conversion Increase: 25% Visitors Conversions Conversion Rate Standard Error Control 1254 112 8.93% 0.81% Variation 1304 145 11.12% 0.87% 95% Conversion Rate Limits From To Significant At 7.60% 10.26% 95% confidence: YES 9.68% 12.56% 99% confidence: NO 99% Conversion Rate Limits Z-score -1.8450767 From To 7.35% 10.51% P-value 0.03251 9.41% 12.83%Follow @ShameOnUX
  • Split Test 2 Variation 2: Prominent Display of Price Element: Sub-title / TextFollow @ShameOnUX
  • Follow @ShameOnUX
  • Split Test 2, Variation 1 Test Results Conversion Increase: 42% Visitors Conversions Conversion Rate Standard Error Control 1366 151 11.05% 0.85% Variation 1284 201 15.65% 1.01% 95% Conversion Rate Limits From To Significant At 9.65% 12.45% 95% confidence: YES 13.98% 17.33% 99% confidence: YES 99% Conversion Rate Limits Z-score -3.4791822 From To 9.39% 12.72% P-value 0.00025 13.67% 17.64%Follow @ShameOnUX
  • Split Test 3 Goal: Increase click-through rate Conversion: Interest-based Type: Click Motivation: Interested in learning more about offerFollow @ShameOnUX
  • Split Test 2 ControlFollow @ShameOnUX
  • Split Test 3 Scenario: Data supports that visitors who first visit the product detail page prior to entering the checkout are 50% more likely to complete their purchase Variation 1: Remove Buy Now Option Element: ButtonFollow @ShameOnUX
  • Follow @ShameOnUX
  • Split Test 3, Variation 1 Test Results Conversion Decrease: 18% Visitors Conversions Conversion Rate Standard Error Control 10112 543 5.37% 0.22% Variation 11213 511 4.56% 0.20% 95% Conversion Rate Limits From To Significant At 5.00% 5.74% 95% confidence: YES 4.23% 4.88% 99% confidence: YES 99% Conversion Rate Limits Z-score 2.72335304 From To 4.93% 5.81% P-value 0.99677 4.17% 4.94%Follow @ShameOnUX
  • Split Testing Key Takeaways • Don’t Guess. Test. • If at First you don’t succeed, test again. If at first you do succeed, test again. • Remove emotion from testing • Tests will fail • Tests will succeed • Put yourself in the shoes of your users; feel their pain, now design a testFollow @ShameOnUX
  • Follow @ShameOnUX
  • Follow @ShameOnUXVisit ShameOnUX.com